2025
9
American Lifestyles Consumer Report 2025
2025-05-05T16:03:44+00:00
REP76758F9A_0091_47A9_9DF3_F8691237B3E9
3695
181777
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Report
en_GB
Broader societal trends reveal a decline in interpersonal trust and trust in information sources such as media and government, and fluctuating trust in products and service claims. This erosion is…
US
Consumer Insights
simple

American Lifestyles Consumer Report 2025

Market Intelligence ReportsConsumer InsightsUS

American Lifestyles is an annual Mintel Report that serves as an overview of consumer behavior and spending for the year. It includes a review of demographic trends and economic factors, as well as analysis on Americans’ spending and savings plans.

The Report also uses findings from other Mintel Reports published throughout the year to provide an analysis of opportunities and challenges across 17 consumer categories.

American Lifestyles 2025 – Trust in Turbulent Times

Broader societal trends reveal a decline in interpersonal trust and trust in information sources such as media and government, and fluctuating trust in products and service claims. Mintel’s consumer research finds that this erosion is driven by factors including political polarization, economic uncertainty, the increasing variety and complexity of products and services and the proliferation of misinformation. Recent Black Swan events such as the Russia-Ukraine war, COVID-19 pandemic, and US economic and social policy swings compound uncertainty, further deteriorating consumers’ confidence in their ability to make decisions.

Looking ahead, societal trust in the US could unfold in several plausible scenarios: continued general erosion, stabilization around select institutions, fragmentation into localized trust networks. These scenarios lead to a fragmented and unequal trust landscape. Understanding these dynamics and making a proactive effort towards building trust with their target audiences will become crucial for brands – and for society as a whole – to maintain trust in an ever-changing, complex society.

Key Topics Analyzed in the Report

  • An overview of the US today, including population trends, economic indicators and key issues currently affecting the lifestyles of Americans
  • The effect of tariffs and policy uncertainty on the economy and consumer behavior
  • An analysis of 17 consumer markets with spending and forecasts including sector-specific takeaways from Mintel’s category experts, including the impact of tariffs
  • The importance of brand trust in making purchasing decisions for consumer categories
  • The most trusted information sources when making purchase decisions for consumer categories
  • Principles and signifiers of trust to build, repair and capture the attention of consumers

Meet the Expert Behind the Analysis

This report was written by Hiro Takemasa, Senior Consumer Lifestyles Analyst at Mintel. Hiro draws from more than a decade of experience in marketing, R&D, regulatory and market research in CPG and specialty chemical industries. Hiro has an MBA in Marketing & MS in Biochemistry from the University of Illinois.

As economic and political uncertainty takes hold, maintaining consumer trust in information, quality and intentions becomes even more critical for brands.

Hiro Takemasa, Mintel analystHiro Takemasa
Senior Consumer Lifestyles Analyst

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  1. EXECUTIVE SUMMARY

    • America today: demographic, economic and political shifts are reshaping society
    • What you need to know
    • Opportunities
    • In a sea of options, concise, credible and clear value propositions stand out
    • Curate signifiers of trust to maximize results
    • Amidst change, transparency emerges as an opportunity
    • Localism and domestic sourcing – a tariff shield and trust builder

  2. AMERICA TODAY – THE PEOPLE

    • The US population is growing slowly and growing older: 342m Americans in 2024, with an average age of about 39
    • Graph 1: median age of the US population, 1940-2050
    • Graph 2: population, by age group, 1980-2055*
    • Annual deaths expected to outnumber births by 2033; immigration – depending on national policy – may prop up growth
    • Graph 3: population (m), 1950-2050*
    • Graph 4: population growth rate and contributing factors, 2005-2050*
    • Immigrant population grew by 5.1m in the last two years – the largest two-year increase ever recorded
    • Graph 5: number of immigrants (000s) and immigrants as share of the US population (%), 1850-2024
    • Culture continues to evolve in an aging and diversifying US population
    • Graph 6: population (m) and share (%), by generation, 2024
    • Graph 7: population (m), by race and ethnicity, 2023
    • Warning signs appear in consumers’ past assessments and future expectations of financial health
    • Graph 8: finance tracker, change from previous year, 2023-25
    • Graph 9: financial outlook, 2022-25
    • Consumer perception of finances not yet recovered from 2022 inflation
    • Graph 10: financial health, 2020-25
    • Exit polling from the 2024 election reveals a growing gender divide among young voters
    • Public perception of the Trump administration’s effect on the economy has soured since the election
    • Graph 11: impact of the Trump administration on the global economy, 2024-25
    • Graph 12: impact of the Trump administration on the US economy, 2024-25

  3. AMERICA TODAY – THE ECONOMY

    • Economic uncertainty rises as federal policy continues to shift
    • Graph 13: economic policy uncertainty index, 2020-25
    • Consumer confidence is plunging amid uncertainty
    • Graph 14: consumer sentiment index, 2022-25
    • Inflation eased in March, though the cost of essentials remains elevated, further burdening lower-earning households
    • Graph 15: headline CPI and core CPI, 2021-25
    • Despite sluggish job growth, the labor market is still a positive amidst a cloud of economic uncertainty
    • Graph 16: unemployment rate, 2019-25
    • Median household income growth has plateaued since COVID-19
    • Graph 17: median household income, by race and Hispanic origin, 2023
    • Graph 18: median household income ($ thousands), by race and Hispanic origin, 2014-23

  4. AMERICA TODAY – THE MARKET

    • Consumer spending growth outpaced inflation in 2024 and contributes nearly 68% to the US GDP
    • Consumers spent an estimated total of $18.23tr in 2024; forecast to increase by 3.4% ($600bn) in 2025
    • Housing, healthcare and transportation make up over half of total consumer spend
    • Graph 19: consumer spending, by segment ($ bn), 2024 (est)
    • Total consumer spending* at current prices, 2019-29
    • Total consumer spending* at inflation-adjusted prices, 2019-29
    • Strongest performers of 2024 reflect a mix of discretionary and essential categories
    • Highest growth expected in essentials and those affected by tariffs and increasing labor costs
    • Graph 20: consumer spending growth based on current prices, by segment, 2019-24 vs 2024-29 (fore)
    • US: percentage of personal consumption expenditures that are imported, by category, 2023

  5. CONSUMER INSIGHTS

    • Consumer fast facts
    • The importance of brand trust
    • While price and quality are top factors leading to purchasing, brand trust is also crucial in differentiation
    • Graph 21: important purchase factors (select up to five), 2025
    • In a complex world, trust is the overarching parameter consumers use to evaluate products and services
    • Emphasize immediate metrics such as price and convenience to those in poorer financial health
    • Graph 22: important purchase factors (select up to five), by financial health, 2025
    • Younger consumers rely on external evaluations – opportunities lie in explanations of features and benefits
    • Graph 23: important purchase factors (select up to five), by generation, 2025
    • Tesla targeted younger, tech-savvy and environmentally conscious consumers with clear value propositions and a streamlined funnel
    • The importance of brand trust in 2024’s top and bottom growth consumer categories
    • Consumers use brand trust to evaluate complex products such as automobiles and technology
    • Graph 24: brand trust’s importance as a purchase factor, by product category, 2025
    • Wide availability of options means brand trust is paramount for urban consumers
    • Graph 25: brand trust’s importance as a purchase factor, average across categories, by area of residence, 2025
    • Invest in online brand reputation to capture the attention of Gen Z
    • Graph 26: brand trust’s importance as a purchase factor, average across categories, by generation, 2025
    • Social media continues to gain market share in trust
    • Graph 27: attitudes toward social media and trust – any agree, by generation, 2025
    • Trusted information sources
    • Recommendations from those with common cause are the top sources for almost all product categories
    • Graph 28: trusted sources of information, average across all product categories, 2025
    • Consumers use “heuristics” as a mental path of least resistance when decision making
    • Food & drink: as an everyday purchase, consumers seem to devote less brain space to decision-making
    • Graph 29: trusted sources of information for food & drink, 2025
    • Beauty & personal care: social influence plays an oversized role in purchase decisions
    • Graph 30: trusted sources of information for beauty and personal care, 2025
    • Home & garden: with durability and functionality as key quality metrics, trust is placed in customer reviews and retailers
    • Graph 31: trusted sources of information for home & garden products, 2025
    • Health & wellness: the complexity of health and wellbeing has consumers looking to experts
    • Graph 32: trusted sources of information for health & wellness products, 2025
    • Vacations & tourism: due to its experiential nature, curated imagery and detailed recommendations are key
    • Graph 33: trusted sources of information for vacations and tourism, 2025
    • Leisure & entertainment: strong influence of trailers, PR and other brand-generated content
    • Graph 34: trusted sources of information for leisure and entertainment, 2025
    • Create communities of common interest to foment open discussion for complex products and services
    • Patagonia builds brand equity by investing in its customer community
    • Building and repairing brand trust
    • Building trust is a long-term commitment – leverage reputations for consistency in quality and fairness in price
    • Graph 35: brand actions that earn trust (any rank), 2025
    • Signal trust to younger consumers with transparency and value alignment
    • Graph 36: brand actions that earn trust (any rank), by generation, 2025
    • Connect affordability with brand trust and loyalty
    • Graph 37: brand actions that earn trust (any rank), by financial status, 2025
    • Handle discussions regarding the effects of tariffs with transparency and objectivity
    • Imbalances in the quality/price equation and the perception of unmet promises most affect brand trust
    • Graph 38: brand actions that result in lost trust, 2025
    • The urban/rural divide on value-driven trust requires selective messaging
    • Graph 39: brand actions that result in lost trust, by area of residence, 2025
    • Bridge the urban-rural divide through messaging that appeals to both
    • Don’t neglect the values of the financially disadvantaged
    • Graph 40: brand actions that result in lost trust, by financial health, 2025
    • First impressions and trust
    • Beyond trusted recommendations, new products must be clear on functionality and how it is achieved
    • Graph 41: signals of trust in new/unknown brands, 2025
    • Highly polished visuals are the price of admission to open the door for younger consumers
    • Graph 42: signals of trust in new/unknown brands, by generation, 2025
    • Fyre Festival 2 – trust in failure?
    • Older consumers appreciate clear explanations of features and acknowledgement of limitations
    • Graph 43: signals of trust in new/unknown brands, by generation, 2025
    • Prioritize recommendations from trusted sources, ease of understanding and professionalism to new audiences

  6. CATEGORY REVIEWS

    • Tariff situation remains uncertain; some consumer categories are more exposed than others, making them more susceptible to price increases

  7. HEALTH

    • Category trends
    • The five-year outlook for health, 2025-29
    • Market size and forecast for healthcare goods and services, 2019-29
    • Market size and forecast for healthcare goods and services at current prices
    • Market size and forecast for healthcare goods and services at inflation-adjusted prices
    • The health market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of health
    • Meet the expert

  8. HOUSING

    • Category trends
    • The five-year outlook for housing, 2025-29
    • Market size and forecast for housing, 2019-29
    • Market size and forecast for housing at current prices, 2019-29
    • Market size and forecast for housing at inflation-adjusted prices, 2019-29
    • The housing market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of housing
    • Meet the expert

  9. TRANSPORTATION

    • Category trends
    • The five-year outlook for transportation, 2025-29
    • Market size and forecast for transportation, 2019-29
    • Market size and forecast for transportation at current prices, 2019-29
    • Market size and forecast for transportation at inflation-adjusted prices, 2019-29
    • The transportation market – past, present and future
    • Tariffs and economic conditions threaten to stall transportation industry
    • Opportunities
    • Opportunities (continued)
    • Challenges
    • Challenges (continued)
    • What consumers want and why
    • The future of transportation
    • Meet the expert

  10. PERSONAL FINANCE

    • Category trends
    • The five-year outlook for personal finance, 2025-29
    • The personal finance market – past, present and future
    • Market size and forecast for personal finance, 2019-29
    • Market size and forecast for personal finance at current prices, 2019-29
    • Market size and forecast for personal finance at inflation-adjusted prices, 2019-29
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of personal finance
    • Meet the expert

  11. CLOTHING & ACCESSORIES

    • Category trends
    • The five-year outlook for clothing & accessories, 2025-29
    • Market size and forecast for clothing & accessories, 2019-29
    • Market size and forecast for clothing & accessories at current prices, 2019-29
    • Market size and forecast for clothing & accessories at inflation-adjusted prices, 2019-29
    • The clothing & accessories market – past, present and future
    • Clothing & accessories market weathers economic headwinds
    • Opportunities
    • Opportunities (cont’d)
    • Challenges
    • What consumers want and why
    • The future of clothing & accessories
    • Meet the expert

  12. BEAUTY & PERSONAL CARE

    • Category trends
    • The five-year outlook for beauty & personal care, 2025-29
    • Market size and forecast for beauty & personal care, 2019-29
    • Market size and forecast for beauty & personal care at current prices, 2019-29
    • Market size and forecast for beauty & personal care at inflation-adjusted prices, 2019-29
    • The beauty & personal care market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of beauty & personal care
    • Meet the expert

  13. HOUSEHOLD CARE

    • Category trends
    • The five-year outlook for household care, 2025-29
    • Market size and forecast for household care, 2019-29
    • Market size and forecast for household care at current prices, 2019-29
    • Market size and forecast for household care at inflation-adjusted prices, 2019-29
    • The household care market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of household care
    • Meet the expert

  14. HOME & GARDEN

    • Category trends
    • The five-year outlook for home & garden, 2025-29
    • Market size and forecast for home & garden, 2019-29
    • Market size and forecast for home & garden at current prices, 2019-29
    • Market size and forecast for home & garden at inflation-adjusted prices, 2019-29
    • The home & garden market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of home & garden
    • Meet the expert

  15. IN-HOME FOOD

    • Category trends
    • The five-year outlook for in-home food, 2025-29
    • Market size and forecast for in-home food, 2019-29
    • Market size and forecast for in-home food at current prices, 2019-29
    • Market size and forecast for in-home food at inflation-adjusted prices, 2019-29
    • The in-home food market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of in-home food
    • Meet the expert

  16. RESTAURANTS & EATING PLACES

    • Category trends
    • The five-year outlook for restaurants & eating places, 2025-29
    • Market size and forecast for restaurants & eating places, 2019-29
    • Market size and forecast for restaurants & eating places at current prices, 2019-29
    • Market size and forecast for restaurants & eating places at inflation-adjusted prices, 2019-29
    • The restaurants & eating places market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • Despite increased prices, diners are seeking ways to indulge affordably
    • The future of restaurants & eating places
    • Meet the expert

  17. ALCOHOLIC DRINKS (OUT-OF-HOME)

    • Category trends
    • The five-year outlook for alcoholic drinks (out-of-home), 2025-29
    • Market size & forecast for alcoholic drinks (out-of-home), 2019-29
    • Market size and forecast for alcoholic drinks (out-of-home) at current prices, 2019-29
    • Market size and forecast for alcoholic drinks (out-of-home) at inflation-adjusted prices, 2019-29
    • The alcoholic drinks (out-of-home) market – past, present and future
    • AFH alcohol growth could be slowed by potential tariff impacts
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of alcoholic drinks (out-of-home)
    • Meet the expert

  18. ALCOHOLIC DRINKS (IN-HOME)

    • Category trends
    • The five-year outlook for alcoholic beverages (in-home), 2025-29
    • Market size and forecast for alcoholic beverages (in-home), 2019-29
    • Market size and forecast for alcoholic beverages (in-home) at current prices, 2019-29
    • Market size and forecast for alcoholic beverages (in-home) at inflation-adjusted prices, 2019-29
    • The alcoholic beverages (in-home) market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of alcoholic beverages (at-home)
    • Meet the expert

  19. NON-ALCOHOLIC DRINKS

    • Category trends
    • The five-year outlook for non-alcoholic drinks, 2025-29
    • Market size and forecast for non-alcoholic drinks, 2019-29
    • Market size and forecast for non-alcoholic drinks at current prices, 2019-29
    • Market size and forecast for non-alcoholic drinks at inflation-adjusted prices, 2019-29
    • The non-alcoholic drinks market – past, present and future
    • Market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of non-alcoholic drinks
    • Meet the expert

  20. LEISURE & ENTERTAINMENT

    • Category trends
    • The five-year outlook for leisure & entertainment, 2025-29
    • Market size and forecast for leisure & entertainment, 2019-29
    • Market size and forecast for leisure and entertainment at current prices, 2019-29
    • Market size and forecast for leisure & entertainment at inflation-adjusted prices, 2019-29
    • The leisure & entertainment market – past, present and future
    • Leisure & entertainment market performance
    • Opportunities
    • Challenges
    • What consumers want and why
    • The silver lining for the future of leisure & entertainment
    • Meet the expert

  21. TECHNOLOGY & COMMUNICATIONS

    • Category trends
    • The five-year outlook for technology & communications, 2025-29
    • Market size and forecast for technology & communications, 2019-29
    • Market size and forecast for technology & communications at current prices, 2019-29
    • Market size and forecast for technology & communications at inflation-adjusted prices, 2019-29
    • The technology & communications market – past, present and future
    • Overcoming tariffs with innovation and supply chain adjustments
    • Opportunities
    • Challenges
    • What consumers want and why
    • The future of technology & communications
    • Meet the expert

  22. VACATIONS & TOURISM

    • Category trends
    • The five-year outlook for vacations & tourism, 2025-29
    • Market size and forecast for vacations & tourism, 2019-29
    • Market size and forecast for vacations & tourism at current prices, 2019-29
    • Market size and forecast for vacations & tourism at inflation-adjusted prices, 2019-29
    • The vacations & tourism market – past, present and future
    • Travel spending will continue to grow, though current conditions will hamstring it
    • Opportunities
    • Challenges
    • Despite uncertainty, the will to travel remains strong
    • The future of vacations & tourism
    • Meet the expert

  23. PET PRODUCTS & SERVICES

    • Category trends
    • The five-year outlook for pet products & services, 2025-29
    • Market size and forecast for pet products & services, 2019-29
    • Market size and forecast for pet products & services at current prices, 2019-29
    • Market size and forecast for pet products & services at inflation-adjusted prices, 2019-29
    • The pet products & services market – past, present and future
    • The market will shift as discretionary spending comes under scrutiny
    • Opportunities
    • Challenges
    • Pet owners want the best for their pets, but economic realities are getting in the way
    • The future of pet products & services
    • Meet the expert

  24. APPENDIX

    • Consumer research questions
    • Consumer research methodology
    • TURF analysis methodology
    • Notes on immigration and data collection
    • Generations
    • Abbreviations and terms
    • The market
    • Market definition
    • Forecast
    • Category forecast variables
    • Category forecast variables, continued
    • Forecast fan chart methodology

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